One in five young people feel intimidated when asked for proof of age
Customer intelligence company Market Force Information questioned 1,506 UK consumers, and also found that 50% of young customers feel the way they are asked for ID impacts on whether they will return to the venue. If it is a negative experience, one in three said they would not return.
On the back of the findings, the company has launched Check-it, a programme that helps licensees understand and improve their customers’ experiences.
Check-it uses a team of 18 to 21-year-olds to go into businesses and feed back on their age verification experience. Licensees can then look at the results and adjust their approach accordingly.
Market Force’s Europe chief executive Tim Ogle said: “Businesses have a duty of care and need to show due diligence in the sale of their products. It’s vital for companies to know that employees are performing age verification checks consistently, and equally important that businesses are aware of how their customers are being asked.
“Our research shows that 50% of young customers feel the way they are asked for ID directly affects their experience and if an establishment leaves them with a negative impression, one in three will not return. It seems apparent that we are creating an uncomfortable experience for young customers and must do more to educate, to ensure the age verification process is not so intimidating that it puts potential customers off.”
He added: “The current economic climate means any potential business that can be converted into a sale is more important than ever. The amount of custom that is potentially lost through an intimidating ID process should serve as a wake-up call to industries that offer age restricted products or services. There is a huge opportunity for brands to create a good relationship with this age group."
